- Springer Nature B.V.
- 2015
- Taschenbuch
- 296 Seiten
- ISBN 9781137479174
Innovation is a responsibility normally assigned to R&D; departments but this is not enough. Companies need a systematic framework so innovation can occur at different levels of the organization. The world's leading expert in marketing and innovation Philip Kotler, and Fernando Trias de Bes together present a revolutionary model for innovation.
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